Princess Cruises is ushering in a new era for the onboard beverage experience with POURS, the signature program that redefines the concept of cocktails at sea through a balance of refined mixology, premium selections, and innovative alcohol-free creations focused on wellness.
The new initiative replaces the previous Love Line Collection and represents an evolution of the company’s beverage offering, designed to meet the expectations of today’s travellers, who are increasingly seeking quality, personalization, and a more mindful lifestyle.
POURS has been created with the goal of transforming the simple act of enjoying a drink into a true journey of discovery, bringing together sophisticated cocktails, carefully selected wines, beers, premium spirits, and new alcohol-free alternatives under a single identity. The program combines the pleasure of tradition with a more contemporary approach to drinking, giving guests the opportunity to choose between indulgent experiences and wellness-oriented options, without compromising on flavour, creativity, or sophistication.
Sami Kohen, Vice President of Food and Beverage at Princess Cruises, explained that POURS was developed with the aim of accompanying guests throughout every moment of their journey, offering different choices based on individual preferences. According to Kohen, modern travellers now seek both moments of indulgence and more balanced, conscious alternatives. For this reason, the program has been designed to provide an inclusive experience, carefully curated in every detail and fully aligned with the premium identity of the brand.
At the heart of the new offering is the Spirits Collection, which celebrates cocktails, wines, and beers through collaborations with internationally recognised brands and personalities. The selection includes products created by celebrated figures from the worlds of entertainment and lifestyle, such as Pantalones Organic Tequila by Camila and Matthew McConaughey, Slainte Irish Whiskey by Liev Schreiber, Meili Vodka by Jason Momoa, as well as selected champagnes and wines from producers associated with personalities including Jon Bon Jovi, Jesse Bongiovi, and Jason Aldean. This carefully curated selection combines premium ingredients, compelling storytelling, and contemporary mixology techniques.
Alongside traditional cocktails, particular attention is dedicated to the Zero Proof & Nonalcoholic selection, an increasingly important element of the culinary and beverage experience within the luxury travel sector. POURS introduces a new generation of alcohol-free beverages capable of delivering complexity, depth, and meticulous preparation. The collection includes alcohol-free spirits, alternative wines and beers, as well as original creations such as Kylie Minogue’s non-alcoholic Sparkling Rosé.
Among the programme’s most innovative elements are the Zero-Proof Creations, beverages developed with a wellness-focused approach and designed to complement different moments of the day. These recipes incorporate botanical ingredients, adaptogens, and functional elements, creating experiences associated with specific sensations such as energy, focus, recovery, and relaxation. Ingredients including ashwagandha, reishi, lemon balm, ginseng, and maca are combined with fresh juices, natural extracts, and refined flavours to create beverages that unite balance and enjoyment.
New creations include Golden Orchard, featuring green apple, yuzu, banana, and lemon balm; Serene Bloom, combining strawberry, rose water, and ginseng; Tropical Balance, with pineapple, ginger, and ashwagandha; as well as Lime Serenity and Garden Ember, both designed to offer distinctive flavour profiles with a refreshing and revitalising character. Each recipe has been carefully developed to ensure a sophisticated experience, demonstrating that alcohol-free alternatives can achieve the same levels of creativity and quality as traditional beverages.
The new offering also includes alcohol-free cocktails inspired by classic mixology favourites, reimagined through fresh ingredients and modern techniques. Highlights include the Passion Fruit Margarita, Tropical Margarita, Ambar Maria, and Café con Banana—creations that demonstrate how alcohol-free options can deliver just as much flavour, personality, and sophistication.
POURS is part of Princess Cruises’ broader strategy to enhance every aspect of the onboard experience, complementing the evolution of its culinary offerings with a greater focus on the changing preferences of today’s guests. The programme is included within the Princess Premier and Princess Plus packages and is available across multiple venues throughout the fleet, providing a flexible and accessible experience during the entire voyage.
With POURS, Princess Cruises confirms its commitment to reinventing the way guests enjoy their time at sea, transforming a simple beverage into a moment of discovery, personalization, and connection. This new chapter blends contemporary luxury, creativity, and wellness, bringing an increasingly refined vision of enjoyment and conviviality to the world of cruising.
Giorgia Lombardo